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Environmental management and green brand for sustainable entrepreneurship [PDF]
E3S Web of Conferences, 2021 The increasing competitiveness at the global market and reinforcing the ecological issues contribute the reorientation from the traditional to the sustainable business model. In this case, the business should develop the green brand of the company, which
Starchenko Luidmula +4 more
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Brand-Management Theoretical Principles in Music Business
Socio-Cultural Management Journal, 2021 Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to
Катерина Данілова +1 more
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Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? [PDF]
, 2020 To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods.
Bian, Xuemei, Haque, Sadia
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At-Risk Brand Relationships and Threats to the Bottom Line
GfK Marketing Intelligence Review, 2018 Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events.
Hupp Oliver +2 more
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Student corporate brand identification: An exploratory case study [PDF]
, 2007 Purpose: We investigate student corporate brand identification towards three corporate brands: a UK University, a leading UK business school and its overseas collaborative partner institute in Asia.
Balmer, JMT, Liao, M
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Strategic brand management: Archetypes for managing brands through paradoxes [PDF]
Journal of Business Research, 2015 Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands.
Anders Gustafsson +3 more
openaire +4 more sources
Brand Intelligence Analytics [PDF]
In A. Przegalinska, F. Grippa, & P. A. Gloor (Eds.), Digital
Transformation of Collaboration (pp. 125-141). Springer Nature Switzerland
(2020), 2020 Leveraging the power of big data represents an opportunity for brand managers to reveal patterns and trends in consumer perceptions, while monitoring positive or negative associations of the brand with desired topics. This chapter describes the functionalities of the SBS Brand Intelligence App (SBS BI), which has been designed to assess brand ...
arxiv +1 more source
Automatic Expansion of Domain-Specific Affective Models for Web Intelligence Applications [PDF]
Cognitive Computation, (2021), 1-18, 2021 Sentic computing relies on well-defined affective models of different complexity - polarity to distinguish positive and negative sentiment, for example, or more nuanced models to capture expressions of human emotions. When used to measure communication success, even the most granular affective model combined with sophisticated machine learning ...
arxiv +1 more source
Corporate brand management imperatives: Custodianship, credibility, and calibration [PDF]
, 2012 Copyright 2012 by The Regents of the University of California. All rights reserved.Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires
Balmer, JMT
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Improving business performance through brand management practice [PDF]
Ekonomski Anali, 2016 The aims of this study are to determine which variables are common as brand management practices, how these variables affect a company’s business performance, and whether there are statistically significant differences between companies in the ...
Veljković Saša, Kaličanin Đorđe
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